Questions

I just recently started as an intern on an innovative swedish mobile health company, and my responsibility at the moment is to handle the marketing for one of their projects: A Sleep Aid app that helps people suffering from sleeping disturbances as well as prevent people from getting it in the first place. As this internship is a 3 months trial (1 month have already passed, so only 2 more to go) I will need to show that I can bring in revenue for the company, and the quickest way for that to happen is to start collaborate with insurance companies so that the app and the service that comes with it can be available to the insurance companies clients. I have a great deal of knowledge and quite a lot of experience in marketing, but I'm very new to the area of insurance companies. The most usual treatment today for sleeping disturbances is medication, and to my knowledge there are barely any effective treatments out there (at least in Sweden.) I don't know if insurance companies differs a lot depending on what country it is. What way/s could be effective to reaching out to the insurance companies and make them interested? Any help is very appreciated! Best regards, Gabriel

I have owned businesses in and personally directly worked in the healthcare industry in the U.S. and so cannot speak directly to how things work in your country... But I suspect that the similarities outweigh the differences.

That said... I can all but assure you that attempting to get to end users via insurance companies or doctors will be very unlikely.

The entire "mainstream" medical culture revolves around minimizing liability to the providers while providing tested and scientifically researched and validated solutions to end users (aka patients).

The efficacy (in practice) of the solutions may be something you question AND your solution may be a good one...However you being in love with your product does not equal the insurance industry OR doctors OR even the end user marketplace being in love with it or even being willing to try it.

One key to effective marketing is learning to see the world through the eyes of your market. And that often means learning to understand with what they WANT and not what you think or "know" they NEED.

I strongly suggest you connect with someone to help you flesh out your marketing strategy. The current advice provided (in the prior responses thus far) indicates a strong lack of familiarity with the medical industry.

I wish you the greatest success.

Cheers,
David


Answered 9 years ago

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